International Conference initiating the research project “Food loss in the Pangasius Catfish Value Chain of the Mekong River Basin”
20 Jul 2023
On July 14, 2023, University of Economics Ho Chi Minh City (UEH) organized an international conference to initiate the research project "Food loss in the Pangasius Catfish Value Chain of the Mekong River Basin". The Ministry of Education and Training approved the project to raise awareness concerning food loss and waste, resulting in facilitating private-sector investment in reducing food loss and waste for pangasius in the Mekong River basin of Vietnam.
Read More![[Podcast] Emotional Response in Viral Advertising: Impact on Viewers' Attitudes and Sharing Behaviors](https://en.ueh.edu.vn/images/upload/img_background/ueh-bg-041108-102924.png)
[Podcast] Emotional Response in Viral Advertising: Impact on Viewers' Attitudes and Sharing Behaviors
11 Oct 2024
Keywords: Viral advertising, emotional response, viewer attitudes, sharing behavior In the context of digital technology, conventional forms of advertising listed as newspapers, banners, flyers, etc. are gradually being replaced by promoting products/brands through viral advertising. This form is not only attractive but also creates strong emotional responses for viewers. These emotions are proved to have impacts on attitudes and behavior of sharing content. In this research, the author from University of Economics Ho Chi Minh City (UEH) clarified the emotional response of viral advertising viewers to their attitudes towards the brand and their intention to share.
Read More![[Podcast] Social Media Engagement and International Brand Purchase Intention: The Role of International Brand Reviews and Ethnocentrism](https://en.ueh.edu.vn/images/upload/img_background/ueh-bg-040502-102924.png)
[Podcast] Social Media Engagement and International Brand Purchase Intention: The Role of International Brand Reviews and Ethnocentrism
04 Oct 2024
Keywords: Social media engagement, purchase intention, product reviews, ethnocentrism, international brand products, digital marketing With the explosive development of the Internet and modern technology, social media is becoming increasingly popular and used with high frequency around the world, including Vietnam. Consumers use social media as not only a communication tool but also a business and shopping environment. However, a question has arisen: "Do domestic consumers' shopping behavior tend to favor international products when they use social media?". In the current study, the author from University of Economics Ho Chi Minh City (UEH) pointed out that participating in social networks will have an impact on consumers' intention to buy international products, the mediating role of products brand product reviews, and the moderation of ethnocentrism.
Read More![[Podcast] Health, Environment, Brand Love and Purchase Decisions: The Role of Online Reviews](https://en.ueh.edu.vn/images/upload/img_background/ueh-bg-040813-102924.png)
[Podcast] Health, Environment, Brand Love and Purchase Decisions: The Role of Online Reviews
04 Oct 2024
In recent years, health and environmental issues have not only become a public concern but also a factor that deeply influences consumer decisions. Therefore, the increasing demand for organic personal care products is a major challenge for businesses in identifying and responding to changes in consumer perceptions of health and the environment. In the current study, the author from University of Economics Ho Chi Minh City (UEH) pointed out the role of health awareness, environmental concern and brand love in enhancing purchase decisions through the impacts of online reviews.
Read More![[Podcast] The consumer behavior drivers of consumer ethnocentrism, ethnic identity, and consumer extraversion: An overview from the perspective of social identity theory](https://en.ueh.edu.vn/images/upload/img_background/ueh-bg-033907-102924.png)
[Podcast] The consumer behavior drivers of consumer ethnocentrism, ethnic identity, and consumer extraversion: An overview from the perspective of social identity theory
22 Jul 2024
Built on the foundation of social identity theory, the research by the authors of the University of Economics Ho Chi Minh City (UEH) was conducted to evaluate the relative influence of national identity, ethnocentrism and consumers’ externalism that affects their value assessment of foreign goods and their purchasing behavior of domestic goods. The research findings present that the marketers, in accordance with the characteristics of the above reaction chain of the consumers in Hanoi Capital and Ho Chi Minh City as being different, must handle consumer segments defined by different regions carefully.
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The Mystique Of Luxury Brands Conference – MLB 2023
07 Dec 2023
Following the success of organizing international conferences in countries such as Japan, Singapore, Korea, Australia,... College of Business, University of Economics Ho Chi Minh City (UEH) and Luxury Brandings Research Center, Curtin University (Australia) co-organized the international conference "Mystique Of Luxury Brands - MLB 2023" on November 9-10, 2023 at Ho Chi Minh City, Viet Nam. More than 200 researchers from 15 different countries attended the conference.
Read More![Leadership skill discussion from one famous American Author - Professor. Allan R. Cohen - in the [Book Sharing] Unseen Leadership: Leading Without Authority event](https://en.ueh.edu.vn/images/upload/thumbnail/ueh-thumbnail-121609-110424.jpg)
